8 best practices for successful sales promotion
Posted: Sat Dec 21, 2024 3:46 am
A commercial animation consists of organizing an event or a promotional operation whose objective is to increase the sales of a product or a brand, over a given period .
You probably have in mind the promotion of B2C sales in mass distribution with animations at the head of the gondola and other discount coupons, but it can also be used in B2B , in industry as well as services.
Regardless of the type of sales promotion, there are best practices to follow to maximize results . Here are 8 of them.
SMART goals
If the purpose of any commercial animation is often to increase your turnover , other objectives can come into focus:
To make a new product or service known , as part of a launch campaign
Demonstrate a product for which you want to boost sales
Have a product or service tried
Build customer loyalty and upsell .
In any case, your goals must be SMART : specific, measurable, achievable, realistic and time-bound.
Here is an example:
Specific: Thanks to this commercial animation, I will increase sales volume by 10% over month M+1 on product X;
Measurable: We will transmit a promo code how to build phone number list valid for 1 month, which will allow us to easily monitor the results of this action;
Achievable: We have put in place the resources (on-site staff, stand and POS) to achieve this objective;
Realistic: This objective is realistic since we had already been able to achieve such results during a past commercial animation;
Temporal: We will analyze the impact of this action on our sales over the next 4 weeks.
At the right place at the right time
Your objectives, your persona and your sector of activity determine the format, the place and the time at which your sales event will take place.
2.1. The right event format
If your goal is to retain existing customers or offer a “privileged” experience to participants , we recommend holding your commercial event in a private location , for example in the form of:
private sales in a place that you have rented
of a VIP event (preview presentation, demonstration) in your premises
of a premium conference with cocktail and petits fours
of a paid trade show.
If you are instead looking to increase your brand visibility then a public venue will probably be more appropriate :
a stand in a shopping mall
a supermarket gondola head
a central aisle in a hypermarket or a store entrance
of a trade fair open to the general public.
You probably have in mind the promotion of B2C sales in mass distribution with animations at the head of the gondola and other discount coupons, but it can also be used in B2B , in industry as well as services.
Regardless of the type of sales promotion, there are best practices to follow to maximize results . Here are 8 of them.
SMART goals
If the purpose of any commercial animation is often to increase your turnover , other objectives can come into focus:
To make a new product or service known , as part of a launch campaign
Demonstrate a product for which you want to boost sales
Have a product or service tried
Build customer loyalty and upsell .
In any case, your goals must be SMART : specific, measurable, achievable, realistic and time-bound.
Here is an example:
Specific: Thanks to this commercial animation, I will increase sales volume by 10% over month M+1 on product X;
Measurable: We will transmit a promo code how to build phone number list valid for 1 month, which will allow us to easily monitor the results of this action;
Achievable: We have put in place the resources (on-site staff, stand and POS) to achieve this objective;
Realistic: This objective is realistic since we had already been able to achieve such results during a past commercial animation;
Temporal: We will analyze the impact of this action on our sales over the next 4 weeks.
At the right place at the right time
Your objectives, your persona and your sector of activity determine the format, the place and the time at which your sales event will take place.
2.1. The right event format
If your goal is to retain existing customers or offer a “privileged” experience to participants , we recommend holding your commercial event in a private location , for example in the form of:
private sales in a place that you have rented
of a VIP event (preview presentation, demonstration) in your premises
of a premium conference with cocktail and petits fours
of a paid trade show.
If you are instead looking to increase your brand visibility then a public venue will probably be more appropriate :
a stand in a shopping mall
a supermarket gondola head
a central aisle in a hypermarket or a store entrance
of a trade fair open to the general public.